Theoretical Framework and Hypothesis

1.0Theoretical Framework and Hypothesis
1.1Defining the variablesIn the project there will have 2 independent variables and 1 dependent variable. Independent variable represents the inputs or causes and dependent represent the outputs or effects. The independent variables that we have chosen are product quality and price. The product quality is the standard of the food that is acceptable to the consumer. We will measure the product quality based on the appearance of the food, texture, and its taste. For example, the shape of burger served, size of product compared to illustration, and the flavor whether it suit the taste bud of the customers. As for the price variable, it is the amount the customers have to pay in return of the product they get. It will be measured in term of affordable to the consumer whether it is cheap or expensive. For example, the price range of one restaurant compare to the others. The consumers will tend to compare prices before the make decision. The dependent variable for our research project is choices of fast food restaurant. There will be many choices available for the university student to choose from. For example, McDonalds, KFC, Pizza Hut, and Burger King. We will find out how the independent variable will affect the dependent variable. 1.2Hypothesis

H1(null):There is no relationship between product quality(taste, appearance, texture) and the choices of fast food restaurant. H1(alternate):There is a relationship between product quality(taste, appearance, texture)and the choices of fast food restaurant. H2(null):There is no relationship between price and the choices of fast food restaurant. H2(alternate):There is a relationship between price and the choices of fast food restaurant. 1.3Illustration of the theoretical framework

Product Quality

Choices of Fast Food Restaurant

Price

2.0Research Design
2.1Purpose of research
The purpose of the research is to test the hypothesis that will explain the...

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